How do you add orderly wrinkles to faces?
If you want your lid to stay flat, so you can put a nice bevel on it, extrude the cylinder's cap-poly first. This will create a circular loop to hold that edge.
Get enough separations in the side of the cylinder to hold your
detail.
Select the parts you want to push in, the "valleys". 
If you have a lot of those, after selecting the whole row of edges, use Mesh > Checker Deselect to get the pattern of selection, that you want
Shrink/Fatten the faces in or out (Alt + S)or Extrude them into or out of the cylinder (E) by using Individual Origin as the Pivot Point.